Why You Should Use Lead Nurturing Email Sequences
Email marketing has been around for decades, and it remains one of the most effective channels for reaching out to customers and prospects. However, it’s not enough to simply send out a newsletter or promotional email and hope for the best. Instead, you should consider taking a more strategic approach by implementing lead nurturing email sequences.
What is lead nurturing, and why is it important?
Lead nurturing is the process of building relationships with prospects at every stage of the sales funnel, from the initial awareness phase to the decision-making phase. The goal is to guide them towards making a purchase or taking some other desired action, by providing them with the information and resources they need to make an informed decision.
You may ask, why lead nurturing is so important? For one, it can help your business generate more revenue by converting more prospects into customers. According to HubSpot, businesses that implement a lead nurturing strategy can see a 50% increase in sales-ready leads and a 33% reduction in the cost of acquiring new customers.
Additionally, lead nurturing can help you and your business become established as a thought leader and expert in your field. By providing valuable content and resources, you can position yourself as a trusted advisor, which can lead to more long-term relationships and repeat business.
What are lead nurturing email sequences?
Lead nurturing email sequences are a series of emails that are designed to guide prospects through the sales funnel. Each email is sent at a specific time, based on the prospect’s behaviour or stage in the funnel, and is designed to provide them with the information and resources they need to move to the next stage.
For example, a lead nurturing sequence might begin with a welcome email that provides a brief introduction to the company and its products or services. The next email might provide more detailed information about a particular product or service, while the third email might include a case study or customer testimonial.
As the prospect moves further down the funnel, the emails might become more focused on addressing objections or concerns. For example, an email might provide a comparison of the company’s product or service to that of a competitor, or address common misconceptions or myths about the industry.
How do lead nurturing email sequences work?
Lead nurturing email sequences work by providing prospects with the information and resources they need to make an informed decision. By providing value in each email, you can build trust, establish yourself as an expert and form relationships with the people on your email list.
Additionally, you can automate your lead nurturing email sequences, which makes them more efficient and cost-effective than traditional sales methods. Once the sequence is set up, the emails can be sent automatically, based on the prospect’s behaviour or stage in the funnel. Think of the time you will save, whilst also ensuring that your prospects are receiving the information they need to make a decision and perhaps buy your product or service.
What are the benefits of lead nurturing email sequences?
There are several benefits to using lead nurturing email sequences, including:
- Increased sales and revenue: By providing prospects with the information and resources they need to make an informed decision, you can increase your conversion rates and generate more revenue.
- Improved customer engagement, loyalty and trust: By providing value in each email, you can build trust and establish yourself as a leader and expert in your field. This can spark responses and conversations, and also lead to more long-term relationships and repeat business.
- More efficient and cost-effective: Lead nurturing email sequences can be automated, which makes them more efficient and cost-effective than traditional sales methods. This frees up your time to run your business and concentrate on other tasks.
- Better targeting and personalisation: Lead nurturing email sequences can be tailored to each prospect’s behaviour and interests, which makes them more targeted and personalised. This can result in higher engagement and better conversion rates.
- Increased brand awareness: By sending a series of emails, you can increase your brand awareness and visibility. This can lead to more referrals and word-of-mouth marketing as you stay at the forefront of people’s minds.
How do I get started with lead nurturing email sequences?
Start with considering the types of clients or customers that you have and if they have different needs, or tend to purchase different products or services. You may need to ensure that your email list is segmented so that you can have different types of customers on different email lead nurturing sequences.
Next, you need to identify the types of lead nurturing email sequences that you want to set up and plan them accordingly. Remember, you want to slowly build a relationship with the people on your email list, so it’s important to space out information between emails.
If you’re looking for inspiration, consider using anecdotes, case studies, industry news or perhaps even share something personal that’s happened to you. As you share information, your prospects will build an image of you and your business in their mind, which can then lead to forming a relationship and even sales.
At JH Virtual Assistant, we know that embarking on new email marketing methods can be daunting. We’re always on hand for a chat to see if we can assist potential clients with their email marketing. Our virtual assistants are UK based and experienced in email marketing and automated email sequences through a variety of software such as Mailchimp, Active Campaign and Woodpecker.